Analisis mengenai faktor-faktor penerimaan pelanggan terhadap perkhidmatan telefon mudah alih : Kajian kes di Celcom (Malaysia) Berhad, Johor Bahru.

Abstract

ABSTRACT The purpose of this study is to analyze customer acceptance factors of Celcom mobile phone services. This research was done in Celcom (Malaysia) Berhad, Johor Bahru branch. This research is important because previous study of the acceptance factors seemed to have some gaps and weaknesses that could be improved. Other than that, it is a respond to Government’s call towards Vision 2020 to be a developed country, most significantly in ICT (Information and Communication Technology). The objective of this study is to identify customer acceptance factors such as relative advantage, compatibility, complexity, trialibility, observability, risk and standardization for Celcom’s mobile phone services. Model involved in this study is ‘Rogers’s Diffusion and Innovation Model’. Data has been compiled from questionnaires of Celcom 013 and 019’s customer and were analyzed using decriptive and inferential methods. Descriptive methods such as mean, standard deviation, percentage and frequency were utilized to determine the level of customer acceptance, meanwhile, the inferential analysis such as correlation and multiple regression were utilized to explain the correlate and influenced factors of customer acceptance for Celcom mobile phone services. Besides that, inferential analysis such as T-test was utilized to see the significant differences in customer acceptance factor according to the sex of the respondent and the one way ANOVA was used to see the significant differences in customer acceptance factors according to other demographic factors such as respondent age, education level, job sector and income. The findings of this study showed that all seven customer acceptance factors have high average mean score and did not show significant average differences. However, relative advantage factor has been the dominant predictor that enormously contributed to the customer acceptance. This study also disclosed that there are no significant average differences in customer acceptance factor according to sex, age, education level and income except for job sector.